Investor Day Refine the way we sell

Transcription

1 01 Investor Day Refine the way we sell Bernd Hake Chief Sales Officer November 15, 2018

2 02 CUSTOMER- CENTRICITY IS KEY IN AN EVER CHANGING WORLD

3 03 Wholesale Retail Customer-centric From Point of Sale To Point of Experience Distribution strategy reflects changing customer expectations

4 04 Wholesale-driven Retail-driven Customer-centric e From Point of Sale To Point of Experience Distribution strategy reflects changing customer expectations Retail Online Wholesale

5 05 Ensure a seamless customer journey across all touchpoints

6 06 RETAIL BOSS Store, Tokyo

7 07 Strong global retail network TOTAL 1,096 POS STORES SHOP-IN-SHOPS OUTLETS as of Sep. 30, 2018

8 08 Improve retail sales productivity by 4% on average per year

9 09 1 Accelerate rollout of new store concept 2 Optimize store network 3 Enlarge omnichannel services 4 Enhance product range 5 Drive retail excellence Measures to improve retail sales productivity

10 10 New store concept elevates shopping experience BOSS Store, Singapore

11 11 Creating an inviting atmosphere BOSS Store, Singapore

12 12 Offering category convenience BOSS Store, Munich

13 13 Shoppable Kiosk Extending digital services BOSS Store, Munich

14 14 Experience Table Delivering integrated omnichannel experiences BOSS Store, Munich

15 15 New BOSS store concept improves performance across KPIs +14% Sales (fx-adjusted) +28% Sales productivity +12% Units per transaction BOSS Store, Milan

16 16 Accelerate rollout of new BOSS store concept Tokyo Chicago New York Berlin Toronto Rotterdam Mexico City Paris Kuala Lumpur Las Vegas Miami Singapore

17 17 HUGO: expansion of store network ongoing Stockholm Birmingham London Amsterdam Paris Copenhagen Berlin Düsseldorf Los Angeles Costa Mesa San Diego New York Miami New York Porto Dubai Zhengzhou Shenzhen Tokyo Osaka Guadalajara Mexico City Singapore, Ion Orchard Singapore, Marina Bay 23 HUGO Stores by the end of 2018

18 18 HUGO Store, Paris HUGO Store, Amsterdam Store concept targets fashion-forward customer

19 19 Inspiring the urban customer HUGO Store, Amsterdam

20 20 Shoppable Kiosk Personalizing customer experience HUGO Store, Dubai

21 21 Community Wall Community Table Leveraging social commerce in store HUGO Store, London

22 22 HUGO Store, Paris Increasing traffic and awareness Enhancing interaction with customers Engaging strongly via social media Creating excitement through pop-up stores HUGO stores resonate well with the customer

23 23 Further HUGO store openings planned for 2019 and beyond Monterrey Hong Kong Los Angeles Moscow Singapore

24 24 Maintain retail selling space 01 Openings Expand BOSS footprint in Asia/Pacific Open HUGO stores in key metropolitan cities Focus on new role of stores 02 Relocations & closures Right-size stores Relocate within the same city or mall Close selective stores 03 Renovations Accelerate global rollout of new BOSS store concept Focus on key metropolitan cities Renovate shops and outlets BOSS Store, Paris

25 25 WHOLESALE

26 26 Strong global wholesale network ~6,700 ~200 ~500 ~6,000 Wholesale PoS Stores operated by franchise partners Shop-in-shops operated by partners Multi-brand points of sale

27 27 Further strengthening strategic wholesale partnerships Enhance brand presentation Simplify selling process Increase marketing support Expand online cooperation Grow demanddriven supply

28 28 Focusing on global wholesale partners Generate ONE THIRD of wholesale sales TOP 10 PARTNERS Generate MID SINGLE-DIGIT growth

29 29 ONLINE

30 30 Online business with strong momentum hugoboss.com +43% Sales* (fx-adjusted) *YTD September 2018

31 31 Online business to quadruple x4 by 2022

32 32 Leveraging the online opportunity hugoboss.com 1 Accelerate online concession business 2 Exploit full potential of hugoboss.com 3 Enlarge omnichannel services 4 Expand social commerce

33 33 Strong development of online concessions contributes to online growth Zalando concession partnership marks major milestone Online concession model to be extended in the coming years Accelerate online concession business to control distribution

34 34 Make hugoboss.com a digital flagship store Accelerate personalized customer experience Create value through CRM expertise Sustain strong momentum of mobile commerce Enhance performance of hugoboss.com

35 35 Coverage of >90% of global online apparel and footwear market hugoboss.com markets today Next hugoboss.com rollouts Rollout of hugoboss.com increases global online presence

36 36 Omnichannel services increase speed and convenience IN TOTAL Target stores in Europe Omnichannel services 59 stores in grow the to U.S. 5% of store sales already offer omnichannel services In-Store Availability Check Order from Store Click & Collect Store Locator Click & Reserve Return to Store BOSS Store, Berlin Demand-driven Delivery

37 37 Global rollout of omnichannel services IN TOTAL 125 stores in Europe 59 stores in the U.S. already offer omnichannel services Expand omnichannel experience globally Integrate additional services such as Deliver from Store BOSS Store, Berlin Connect all distribution channels

38 38 Exploit the full potential of online concession.com hugoboss.com Optimize brand presentation at multi-brand platforms Enhance loyalty and provide the best brand experience social.com wholesale.com Attract millennials via social media Extend brand awareness

39 39 Unleash the full potential across all regions

40 40 Dedicated roles to elevate regional potential IMPROVE LEAD EXTEND

41 41 Drive quality growth in the Americas Mid single-digit 20% growth 20% Sales share 2018 CAGR Sales share 2022e Leverage trend towards casual- and athleisurewear Review and optimize existing store network Reduce share of outlet business Grow quality business through strategic wholesale partners License business represents 3% of Group sales

42 42 Maintain leading position in Europe* 62% Mid single-digit growth 57% Sales share 2018 CAGR Sales share 2022e Grow productivity of existing store base Rollout HUGO stores across major European cities Expand concession business with large online platforms Strengthen existing partnerships with key wholesale partners *incl. Middle East/Africa License business represents 3% of Group sales

43 43 Leverage strong potential in Asia/Pacific Double-digit 15% growth 20% Sales share 2018 CAGR Sales share 2022e Leverage Chinese demand across the region Expand retail footprint in Mainland China Grow travel retail business Leverage digital opportunities via leading online platforms License business represents 3% of Group sales

44 44 Online Retail Productivity Asia Sales Growth 5-7% CAGR* EBIT Margin 15% Gross Margin Expansion Efficiency Program HUGO Key drivers of sales growth and EBIT margin expansion = currency-adjusted